Burberry to host gigs in Regent Street store

The auditorium-like space in Burberry's Regent Street store where the gigs will take place. Photo: Burberry

Burberry is well known for the support they give to up-and-coming British music acts. Their Burberry Acoustic project aims to showcase the brightest young musical stars such as Jake Bugg and Tom Odell, while they regularly use musicians in their campaigns. It's no surprise, then, that the heritage brand has decided to make their innovative Regent Street store the host of a new series of live, ticketed gigs.

The Live at 121 Regent Street series of concerts will kick off on April 23 with the Kaiser Chiefs, and will mark the first time the store has been used for a large-scale public event since it opened last September. The project aims to celebrate not only emerging talent, but established acts too, hence the Kaiser Chiefs involvement.

The store was designed with such events in mind and boasts an auditorium-like space that was formerly a cinema and can hold up to 1,000 gig goers. Tickets will be free, assigned through a registering system - visit
burberry.com
at 12pm tomorrow, April 10, to apply.